The Google Webmaster Rater Quality Guidelines make it clear that each web page should have a purpose. The guidelines go so far as to require reviewers to mark pages without a clear purpose as “low quality”. For some, their website is an online portal for expressing feelings, opinions, hobbies and personal experiences. Business owners and entrepreneurs do not enjoy this luxury.
Use the goal to define a marketing message
It’s no longer enough to define your website’s purpose as “where we get leads”. (Unfortunately, for most of the consulting conversations we have, this is where their marketing plan begins and ends.)
The purpose of a web page should match the needs of the users. By reverse engineering the needs of your potential customers, you can tailor each web page to meet those needs and position your business in their minds as the first choice for future solutions. This goal focus should be the new core of every SEO campaign.
The competition has gotten tougher
We live in an age when most people depend on the Internet for everything. People google whatever comes to their mind. In fact, they use the major search engines for reviews before they buy online or offline. With this in mind, most businesses rely on an effective SEO strategy to influence the behavior of potential customers. It has forced even the most relaxed small business owner to have at least minimal SEO knowledge.
Chris Kicidis from Cover Your Head, a company of personalized embroidered hats, describes a strong search engine optimization plan as a tailor-made hat: “You need a personalized strategy to meet your needs. An SEO plan that is right for you is all you need to stay on top of the competition. “
We do this for clients by identifying what their clients and prospects need and then adjusting the marketing strategy to meet that need. A practical example would be to contact a site that already serves our potential customers and see if we can help them by offering thought leadership content or resources.
This niche-driven SEO strategy is very different from the larger campaigns SEO companies were running just two years ago. And this represents the algorithm’s improvement in its ability to determine user intent and serve the sites that best match that intent.
You will be able to define your competition
A targeted SEO strategy often starts with collect information about your competitors. Online tools such as SEMrush, SpyFu, and AWR Cloud can help identify top ranked sites for certain user queries and suggest additional campaign-related queries.
While this in-depth knowledge of the competition is a great foundation, just focusing on the competition is a great way to set yourself apart.
Talk about your customers’ issues and weaknesses as a team, and experiment with the types of queries they would use to resolve those issues. Then, as Laura Lippay, organic research and technical lead at Netflix, explains in This article, you can take a close look at each competitor who is trying to meet this need and plan a way to improve the content that is currently on offer.
In addition, every angle of your main competitors should be analyzed during this phase. Content length, URL length, title length, keyword density, and cross-promotion opportunities are areas that your business can emulate. These small adjustments can provide a significant benefit.
Like James Pemberton, founder of WeRank, Told me recently in an interview, “Another often overlooked SEO strategy is website URL structure. If done right, your website will rank faster, with fewer resources, and for a lot more. keywords. “
Starting with a thorough competitive analysis and a detailed plan can help you improve the customer experience while protecting you from wasted effort.
Avoid common mistakes
Poor quality content that doesn’t help the user might end up at the top of the list. Content can be difficult to create and costly to pay someone else to help. As a result, most companies struggle in this area. We often see web pages that offer little more than a corporate image with an address and phone number (and possibly a tagline). Before you hit publish, ask yourself, “Is this the most useful online resource for my potential client?” “
Another common mistake we see is focusing on too many platforms simultaneously. Are your customers on Facebook or Twitter? Or do you need more Google traffic from AdWords and SEO? It’s easy to get sidetracked by likes and engagement metrics. Take advantage of tools like Google Tag Manager can help you determine which platforms are giving your business the best return on investment. Don’t be afraid to remove underperforming platforms and reallocate those resources to deepen the ones that work.
Change regularly with Google’s algorithm
Google’s John Mueller’s constant buzz about “great content” can be frustrating.
There are two critical angles hidden in these comments that need to be fleshed out. The first is targeted content. Identify the user’s intention and stick to it. Even if the user is only trying to find a plumber, providing that user with an attractive, mobile-friendly, and easy-to-navigate website with a working phone number that friendly staff respond to quickly is what it takes to solve their problem. request. You can see that the “quality” in this case goes a lot further than just having lengthy written content on a website.
Second, we need to make sure that our offsite promotions are of the highest quality. Buying links to sites that your customers will never visit is a frustrating experience for all involved.
Adjusting your SEO campaign to put users and their needs first, and then meeting them with the perfect solution around every corner, is the only way to stay one step ahead of constant algorithm improvements.